Mitsubishi Motors made its return to TV this week as the new sponsor of Channel 4’s programming strand, Documentaries on 4. Part of a multi-million pound partnership, the sponsorship comprises a series of idents – from a snoozing baby to dancing clubbers – and marks the first time car manufacturer has advertised on TV since 2009.
 

The idents made their first appearance on Tuesday (29 April) around the series debut of Mr Drew’s School For Boys (produced by Ricochet), and features the voiceover “Mitsubishi – changing perceptions with Documentaries on 4”.

The 15-second idents, created by Golley Slater and directed by Guy Soulsby (represented by Park Village), showcase a variety of Mitsubish models, including the Mirage and Outlander, and will continue to bookend a number of Channel 4 documentaries, from programmes fronted by Grayson Perry to the first ever digital fixed-rig documentary, Freshers.

Mike Leeson, MD at Golley Slater in Cardiff said: “Our team have developed some fantastic work that will mark a milestone in beginning the process of changing perceptions towards the Mitsubishi Motors brand and its product range.”

Manning Gottlieb OMD, who handles the planning and buying for Mitsubishi, added: “Broadcast sponsorship and the value generated from such a long term investment, was something we earmarked as a key element to our FY2014 communications strategy.

“To grow the Mitsubishi brand in partnership with Documentaries on 4, a brand and strand with the shared aim of changing perceptions, is something we’re all really excited about.”
 
Check out the idents below: